By Mairead Clements
“Cleetus with a ‘C’ as in Creative.” For Pittsburgh-based copywriter turned graphic designer Francis Cleetus, this phrase isn’t just a clever introduction—it’s a philosophy. Creativity, for him, has always been more than making something look good. It’s about strategic problem-solving and finding ways to communicate a single, powerful idea. Every design he creates begins with insight and ends with impact.
From Chemistry to Creativity
Cleetus didn’t take the straight path into design. His Indian-American parents encouraged him to pursue a career in medicine, but he wasn’t left-brained enough to be a doctor. He earned a degree in chemistry and began working at a Firestone tire factory. But his heart wasn’t in it.
“Just months later, I quit and was fortunate to get into a small ad agency as a creative intern,” he recalls. That leap launched a decades-long career spanning India, Hong Kong, and the U.S., working as both a copywriter and graphic designer. Along the way, he pursued additional training in advertising and creative writing, while teaching himself design. The risk paid off- Cleetus has since won numerous creative awards, though his parents remained skeptical.
Evolving with the Times
Over 20 plus years, Cleetus has witnessed the design field transformed by technology, culture, and strategy. Early in his career, design was hands-on, tactile, and print-focused. Today, he describes his role as “digitally fluent, user-centric, and strategically minded problem-solver,” constantly adapting to new platforms and expectations.
One of the most important lessons he’s learned? That design is not decoration. “True graphic design is a strategic discipline focused on effective communication, achieving your client’s objectives, and connecting with an audience,” he says. “The ‘pretty’ part of graphic design is often a byproduct of a well-executed solution to a marketing problem.”
Navigating Creative Challenges
Like all creatives, Francis Cleetus has encountered his share of creative blocks. His process for breaking through is refreshingly grounded: take a walk, return to the brief, gather visual inspiration, or seek feedback from colleagues. Most importantly, he embraces iteration. “The first idea is rarely the best one,” he explains. “Embracing the process of iteration, knowing that some ideas will fail, can bring me closer to a better solution.”
That mindset carries through his design process: discovery and briefing, conceptualization, design development, refinement, and delivery. Each stage is intentional, but flexible enough to spark new possibilities.
Solving Puzzles with Mohawk Flooring
If one project stands out as the perfect reflection of Cleetus’s voice, it’s a brand campaign he developed for Mohawk Flooring as Creative Director, along with Art Director Dena Mosti. The challenge from ECD Gordon Robertson: reframe Mohawk from a simple flooring supplier into a warm, approachable brand that has answers to consumers’ home décor questions.
The solution was simple yet powerful: “Mohawk solves your home décor puzzle,” visualized through the iconic Rubik’s Cube. Each side of the cube represented a different flooring type, and the metaphor extended across print ads, TV spots, showroom leaflets, giveaways, and even an interactive online “puzzle tool.”
The results? A category-leading position and an 18% increase in market share. For Cleetus, it was the ultimate example of strategy and creativity working together to move the needle.
Articulated lorry on main road, rear view
Clouds reflected on exterior glass panels of building
Staying True While Collaborating
Asked what advice he’d give other designers, Cleetus emphasizes communication and collaboration. “Most clients aren’t design experts, so take the time to explain your rationale,” he says. He encourages designers to seek the “sweet spot” in every brief—the overlap between their creative voice and the client’s objectives. By presenting multiple options and fostering dialogue, designers can stay authentic while building trust with clients and teams.
Creativity with a Capital C
Looking back, it’s clear that “Cleetus with a C as in Creative” is more than a tagline. It’s a reflection of a lifelong commitment to creativity as problem-solving, as storytelling, and as connection.
For young designers in Pittsburgh and beyond, his story is a reminder: creativity isn’t just what makes things beautiful—it’s what makes them meaningful.
Website:
https://www.franciscleetus.com/
Wikipedia:
https://en.wikipedia.org/wiki/Francis_Cleetus
LinkedIn:
https://www.linkedin.com/in/franciscleetus/
Instagram:
https://www.instagram.com/cleetustagram/
Facebook:
https://www.facebook.com/francis.cleetus/
X: